From Starbucks to eBay to Macy’s, the increasing visibility of corporations at the parade in Utah and at others across the country in recent years comes as same-sex marriage bans fall in the courts and polls show greater public acceptance of gay marriage.

As the true pedigree of Stolichnaya continues to be debated amidst a well-publicized national boycott against the brand, it appears as though the focus on protesting corporate support of the Russian government will be shifting from booze to burgers.

In a relatively short time, corporations have seen a sea change in how they view LGBT rights. From implementing pro-gay internal policies to vocally supporting marriage equality, companies are recognizing that supporting LGBT rights is good business.

Being LGBT-inclusive and welcoming is not only the right thing to do morally, it’s also good for business. The HRC’s Corporate Equality Index outlines benchmarks for good practices, and corporate leaders admit it has helped their bottom line.